Called, “Da Best ng Pilipino, Saan Man sa Mundo” (literally, “The Best of the Filipino Anywhere in the World”), the SID delivers lilting music, a powerful blend of choral and solo rock vocals, a glossy production, a stylized execution and a strong message on five areas of Filipino excellence: Pamilya (family), Kasayahan (exultation or joyful festivities)
Hot on the heels of last year’s phenomenal global SID, “Tayo Ang TFC” (“We are TFC”), the creative lead tandem of ABS-CBN Head of Creative Communication Management Robert G. Labayen and TFC’s Global Customer Engagement Head John-D Lazatin thought that celebrating Filipino excellence was the logical message for the SID that would follow “Tayo Ang TFC”.
“In 2011, our global affinity campaign highlighted the common ground that TFC shared with Filipinos who migrated to other countries,” said Lazatin. “The experiences began with tears and struggles. But with hope, innate abilities, resilience and hard work, these eventually transformed into stories of joy, pride, and triumph. Through it all, TFC was with them in their journey and has become part and parcel of the lives of Filipinos overseas. TFC saluted the Filipino community worldwide via that SID.”
Lazatin continued: “In 2012, Robert and I with our team decided to focus on singling out the qualities that made Filipinos rise above all the challenges they faced, especially in 2011. We were one in thinking that we should highlight the exceptional qualities.”
The result is a progression in messaging, but a radically different execution. “If ‘Tayo Ang TFC’ had a raw, emotional, semi-documentary feel to it, with actual Filipino migrants telling their stories, there is no one talking on ‘Da Best ng Pilipino, Saan Man sa Mundo’. We let the images and the music do all the talking,” said Labayen, who also wrote the lyrics to the SID song.
“TFC’s 2012 SID ‘Da Best ng Pilipino, Saan Man sa Mundo’ is an affirmation that when you talk about the Filipino, it’s just no longer about those living in the Philippines, but Filipinos residing and excelling all over the world,” said ABS-CBN Global COO Raffy Lopez. “TFC salutes and supports the Filipino Community worldwide, people who bring the light of hope, joy and triumph wherever they may be through excellence in all that they do.”
As the SID lyrics go, “Sa isip, sa puso, kalinga’t talino, ipagmamalaki mo, da best ng Pilipino!” (“In thought, in loving, in caring and through our talent, let’s take pride in the best of the Filipino!”)
View the 2012 TFC Station ID “Da Best ng Pilipino, Saan Man sa Mundo” on http://www.youtube.com/
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